Fischer & Wieser was about to have a feature spread in Better Homes & Gardens and we wanted to turn soft coverage into hard sales. Before the window closed we decided to implement a Better Homes & Gardens Instagram takeover, which increased Fischer & Wieser’s Instagram base by 16.8% and their online sales by 101%.
The July issue Better Homes and Gardens spread that featured Fischer & Wieser was fantastic and offered our client national reach, yet we wanted more out of the hit. It was important for Fischer & Wieser that we have something not only for consumers but for the buyers of major retailers. We had big goals of connecting with the Better Homes and Gardens audience outside of the printed pages, and we saw this as an opportunity to build brand relationships while national eyes were on our client.
We dove straight into talks with the Better Homes and Gardens marketing team. We brainstormed with their team and earned a week-long takeover of the Better Homes and Gardens’ Instagram feed and all its 900k+ followers— the week leading up to July 4!
We featured one recipe per day from the feature spread, all focused on peaches and 4th of July cooking. We headed out to Fredericksburg (the Texas capital of peaches) to shoot the Instagram story content three days after permission for the takeover. Our team worked with the Better Homes and Gardens social team to curate the content and posted one story per day featuring a recipe and one in-feed post per day to highlight the same recipe. In total, we secured 5 in-feed posts and 5 stories for that week. We were even able to have the Better Homes and Gardens team include direct links to jelly.com for followers to purchase product from the Instagram story!
The takeover would impress decision makers in the buying departments of major retailers. Outcomes were immediate with sales online, new consumers in our social media following and e-newsletter sign up, and permanent assets for our sales staff in conversations with national retail buyers. In the end, we took a few pages and spread them across the Internet for a reach that saw big gains for our own social fan base, and more importantly, online sales increased by 101%.